Respect is ON for Skol
Skol was the first brand to sponsor the LGBTQ+ Pride parede in 2016. Because they had a very picky past they were worried about the message. This idea started with a post and because they tough we made the concept so well we ended up having a entire activation at the LGBTQ+ Pride Parade, OOH, radio campaign and because of this we ended up doing the Road Movie.
This is part of the team that worked on the project. I am the one on the right.
Also as part of Respect Is On, on Valentine’s Day we created an ad thata priori, it felt like a kiss between two straight people, a man and a woman. But clicking on the ad would open a profile from Instagram created exclusively to celebrate the date: @respeitoison.
The profile had a photo mosaicthat celebrated diversity and that all forms of kissing were valid: straight, gay, lesbian, trans. All represented in a mosaic of how love and people can be diverse.
My point of view: No job is a bad job. Something that was supposed to be small can become a huge work.
Featured on ︎ AdAge, Adeevee, Ad Forum, Clube de Criação, Ads Of The World, Brainstorm 9, Huffpost, La Reclamé, Meio & Mensagem, PropMark, Exame, Fica Quetinho
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Creative Direction: Theo Rocha & Gustavo Mayrink
Art Direction: Lara Roncatti & Bruno Castellotti
Copywriter: João Vicente Freire
Agency: F/Nazca Saatchi & Saatchi
Client: Skol Beer - AB Inbev